Marquette Sports Law Review Volume 7 Article 4 Issue 1 Fall Sports Marketing and the Law: Protecting Proprietary Interests in Sports Entertainment Events Anne M. Wall Follow this and additional works at: http://scholarship.law.marquette.edu/sportslaw Part of the Entertainment and Sports Law Commons Repository Citation Anne M. Wall, Sports Marketing and the Law: Protecting Proprietary Interests in Sports Entertainment Events, 7 Marq. Sports L. J. 77 (1996) Available at: http://scholarship.law.marquette.edu/sportslaw/vol7/iss1/4 This Article is brought to you for free and open access by the Journals at Marquette Law Scholarly Commons. For more information, please contact
[email protected]. SPORTS MARKETING AND THE LAW: PROTECTING PROPRIETARY INTERESTS IN SPORTS ENTERTAINMENT EVENTSt ANNE M. WALL* TABLE OF CONTENTS I. Introduction ............................................... 79 II. The Business of Sports Entertainment ..................... 80 A. Competitive Challenges ................................ 80 B. Sports as an Inherent Part of Our Social Being ........ 82 C. The Value of the Commercial Product ................. 84 1. Sports Entertainment Events: Commercial Risks and Rewards ....................................... 86 2. Power and Control Follow the Money Trail ........ 92 3. Build Equity Through Commercial Exploitation... 94 a. Revenue Generating Opportunities: Local, National and International ..................... 94 b. Costs and Other Considerations ............... 95 4. Performance Measurements ......................